The "all-round drinks" brand Coca-Cola is up 22% year-on-year

At the fiery Olympic Games in Turin, the red passion of Coca-Cola is visible everywhere. The “Live Olympic Spirit Award Ceremony” and the “Reporter Torchbearer Project” were held. The establishment of the “Memorabilia Exchange Center” in the central square of Turin and the large-scale production Sophisticated advertising posters are attracting people's "eyeballs."

According to Li Xiaoyi, vice president of Coca-Cola (China) Beverage Co., Ltd., this red passion still has a lot of room for release in the Chinese market. When she was interviewed, she listed such a tempting data: in the United States The per capita annual consumption of canned beverages of the Coca-Cola Company series is more than 400 bottles; in China, this figure is only 18 bottles.

Coca-Cola’s just-announced financial report has made a good footnote for this optimism: In 2005, Coca-Cola’s sales revenue in China’s fourth quarter and full year achieved a 22% increase, and it was carbonated beverages and juices, tea drinks, etc. Common growth in multiple product areas. According to sales volume, China is already the fourth largest market for Coca-Cola outside the United States, Mexico, and Brazil, and its potential cannot be ignored.

Full-service beverage market

Coca-Cola, Sprite and other carbonated drinks have been one of the "killers" of Coca-Cola in China. “Coca-Cola's carbonated beverages achieved double-digit growth in the Chinese market last year, and there is still room for growth. We have an extraordinary growth in the non-carbonated beverage segment. For example, sales of fruit juice beverages have grown by 64% last year, and the growth of the major product categories has been very good.” Li Xiaoyu said.

In fact, Coca-Cola is working hard to strengthen its concept of “all-round drinks” in China. This “all-round” not only refers to the rapid growth of various non-carbonated beverages in juices and tea drinks, but also refers to the full range of strength in different market sizes.

In Beijing today, consumers drink nearly 100 bottles of Coca-Cola products each year, but in most remote areas, the figure is much lower. Therefore, while strengthening marketing in major cities, Coca-Cola is also operating in remote and second- and third-tier cities.

In 2005, Coca-Cola accelerated the construction of a nationwide distribution network, and several new plants were completed and put into production. In September 2005, the Chongqing Coca-Cola bottling plant and the Gansu bottling plant in the west opened in succession, which strengthened local sales and resulted in an increase in market share. In December, the new Coca-Cola plant in Zhanjiang was completed and put into operation, enabling better production and distribution support in the Guangdong market. Today, throughout the country, Coca-Cola has a total of 35 bottling plants, more than 700 sales offices, and more than 7,000 distribution partners, forming one of the largest beverage distribution networks in China.

“The production of all these new plants has enabled us to have a strong growth in our local businesses. At the same time, Coca-Cola has invested a great deal of market resources and equipment in China, increased its marketing staff and strengthened its training for all levels of staff. Reasons for rapid growth," Li Xiaolu concluded.

For the development of developing markets and rural areas, establishing channels is the first lesson. “The first thing is to get people there to buy it, and at the same time establish a brand in the local area.” So in the above market, Coca-Cola uses local distribution partners and local business offices to promote some market promotions, plus a price competitive 1 yuan Glass bottles for self-promotion.

Four "passion contacts" outside of advertisements

Faced with fierce competition in the beverage industry, Li Xiaokai said that Coca-Cola China will not ignore the delivery of traditional advertising, but will develop four marketing platforms for “passion contacts”: sports, music, technology and lifestyle, and continue to strengthen with young Chinese Communicate and seize the target market. From the performance of last year, these four major marketing platforms have already achieved initial results.

"To be cool by yourself" is a very appealing and personalized slogan that Coca-Cola has proposed in China in recent years. This is in line with the current mainstream values ​​of young Chinese consumers. The enthusiastic pursuit of Super Girls' "Want to sing and sing" in 2005 is an outburst of such positive optimism and the pursuit of their ideal personality.

At the same time as advertising promotion, Coca-Cola's all-round marketing means also uses the cohesion of passionate contacts such as music, sports, tourism, and the Internet to create a new fashion image and penetrate the brand into the life of the target customers.

Sports and music marketing have always been Coca-Cola's strengths. The "Sprite China Original Music Pop", the World Cup, "Coca-Cola NBA Carnival", F1 and other young people are looking for activities, behind which there are Coca-Cola companies. The cross-field interactive marketing of online games in the ninth city in 2005 was also part of Coca-Cola's use of Internet technology to promote the iCoke platform and new attempts. This practice of "similarity and cooperation, symbiotic marketing" was also selected by "Daily Economic News" and Zhuoyue Consulting, a well-known consulting company in Shanghai, as one of "China's Top Nine Marketing Planning Cases in 2005".

In the four major "passionate contacts" marketing platform, Olympic marketing is one of Coca-Cola's biggest bright spots in the future. “Our current Turin Olympics are just training. At the 2008 Beijing Olympics, when Coca-Cola and the Olympic Games are celebrating their 80th anniversary, Coca-Cola China will have more outstanding performance.” The female executive who has worked for Coca-Cola for 16 years has smiled. Declared.